Part 1: Assessing the Current State: Needs Analysis and Information Gathering Learn how to assess the current state of your technical support content by looking through the lens of content strategy and content engineering. Traditionally, technical details about products and services were considered to be post-purchase content. Technical information — the stuff contained in owner’s manuals, user guides, and other instructional materials — was provided to consumers only after they purchased a product or service. However, that’s changing as companies recognize that prospects often search the web for technical content to make purchasing decisions. Think of a technical resource center as an online, one-stop shop for information about your products and services. Over time, and done well, a technical resource center can help you grow your business by attracting prospects, while simultaneously working to support and build loyalty and trust with existing customers. Presented November 27, 2018, at Quadrus Conference Center for Information Development World 2018.

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Day 1:
Current-State Documentation

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Agenda
● The role of Technical Resource Center
● Value of a modern Technical Resource Center
● Principles guiding a modern Technical Resource Center
● Workshop structure
● Presenter introductions

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THE ROLE OF
TECHNICAL
RESOURCE CENTER

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The Role of a Modern Technical Resource Center
“A technical resource center is an online, one-
stop shop for product information — both
content designed to convert prospects and
content designed to serve existing customers.”

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VALUE OF A MODERN
TECHNICAL RESOURCE
CENTER

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● Product adoption
● Customer acquisition
● Customer satisfaction
● Customer retention
● Customer evangelism
● Drive ROI on content assets
The Value of a Technical Resource Center

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It’s time for a reframe.
Not ‘customer support’:
Crafting just-in-time
customer experiences
expressing our fundamental
products and operations
leading to retention and
wallet-share.

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Availability

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Videos, tutorials, explainers: understanding stimulants

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‘Quick Start’ Guides

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Documentation dovetails with sales. Contact us. Buy.

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FAQs &
Search

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PRINCIPLES GUIDING A
MODERN TECHNICAL
RESOURCE CENTER

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● Available and Findable
● Usable and Useful
● Multipurpose and Integrated
● Engaging and Adaptive
● Valuable and Drive ROI
● Quality
Guiding Principles for Content
Content experiences must be:

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Guiding Principles for Content Quality
Intrinsic
Quality
Representational
Quality
Contextual
Quality
Accessibility
Quality
● Accurate
● Believable
● Objective
● Reputable
● Concise
● Consistent
● Easy to
Understand
● Interpretable
● Appropriate
Amount
● Complete
● Relevant
● Timely
● Valuable
● Accessible
● Secure
Yoel Strimling - Intercom October 2018
So You Think You Know What Your Readers Want?

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WORKSHOP
STRUCTURE

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Day 1, we will start by learning how to assess the current
state of documentation sets through the lens of content
strategy and engineering.
Day 2, we will dive into how to build towards a new future
state, transforming the UX and content sets toward patterns
2-Day Workshop

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Workshop Segments
Content Strategy
Regina Preciado
Content Engineering
Kris Eberlein
Content Systems
Joe Gelb

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CUSTOMER
CONTENT CONTEXT
The Customer
Experience Trinity

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CONTENT
ENGINEERING
CONTENT
COMMUNITIES
OF PRACTICE
CONTENT OPERATING MODEL
CONTENT SERVICES ORGANIZATION
CONTENT
STRATEGY
CONTENT ORCHESTRATION
PRACTICES
CROSS-FUNCTIONAL CONTENT
STAKEHOLDER GROUPS
Content Intelligence
Operating Model Overview
PRODUCT
OWNERS
CX
COUNCIL
CONTENT
OPERATIONS

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PRESENTER
INTRODUCTIONS

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Cruce Saunders
Founder, Author, Content Engineer
[A] - simplea.com
Contact: c@simplea.com
Connect: linkedin.com/in/cruce
Follow: @mrcruce

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Kris Eberlein
Principal Content Engineer
[A] - simplea.com
Contact: ke@simple.com
Connect: linkedin.com/in/kristeneberlein

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Regina Preciado
Senior Consultant
Content Rules
Contact: reginap@contentrules.com
Connect: linkedin.com/in/reginalynnpreciado

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Joe Gelb
President and Head of Business Development
Zoomin
Contact: joe.gelb@zoominsoftware.com
Connect: linkedin.com/in/joe-gelb-9195ab3

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Agenda | Current State Documentation
● Content Engineering | Kris Eberlein
○ What is the shape and structure of content and how is it used?
● Content Systems | Joe Gelb
○ What is the system roadmap towards structured content?
● Content Strategy | Regina Preciado
○ What are the inputs and outputs of content?